33.
Example (circa 2001)
Scenario A
Friend: “Wow Rob, you’re such a musical influencer
and tastemaker, I worship the ground you walk on”
Me: “Have you guys heard of this new band, The
Strokes? They’re incredible, total game changers”

51.
“You’re happy with 50 percent? You’re on top, and
you don’t have enough. You’re happy because
you’re successful. For now. But what is happiness?
It’s a moment before you need more happiness. I
won’t settle for 50 percent of anything. I want 100
percent. You’re happy with your agency? You’re not
happy with anything. You don’t want most of it, you
want all of it. And I won’t stop until you get all of it.”

77.
The spoils of victory
• ~70k pageviews
• 116 domains sent traffic in 24 hours
• Coverage in major media (Ars, Pando, Reddit)
• ~500 social shares
• More journalists believe them to be an authority
with future stories now (credibility increase)

78.
1. Find out where your “important
people” are hanging out
2. Don’t be afraid to get
exclusive
3. Get more creative with your
promotion

79.
• Nothing makes journalists salivate
more than exclusives
• The right exclusive story can make a
career
• Exclusives still give the perception of
influence, even when pitched
Exclusives

80.
Giving an influencer a
head start with your
content can make
everything easier

85.
Exclusives
- @Britt_Klontz
“The ‘exclusive’
conversation needs to
start way before the
content or story is
complete”

86.
• You should have the idea in front of
several influencers early in the process
• Subtlety hint that you’re shopping the
idea around (competition)
• Figure out who is most interested and
give them exclusive access to the
finished product
Exclusives

87.
• Interesting proprietary data
• A high quality piece of content
• An anecdotal story about your business
• A new product or service release
• Interviews with high level employees
What makes a good exclusive

88.
1. Find out where your
“important people” are
hanging out
2. Don’t be afraid to get
exclusive
3. Get more creative with your
promotion

96.
Snail mail
• Previous efforts saw a response rate of only 10%
• Had over 70% of people activate the turntable via
their smartphones
• 42% clicked on a link to the Kontor Records
website on their phones
• Covered by SPIN, TrendHunter and Hypebot
(double whammy, coverage and conversion)

101.
…there’s a lesson here
• Timing is everything – the drone stunt was right
before Black Friday, all eyes on Amazon
• It doesn’t need to be “real”
• Keep it related to your brand
• Find a hook, something that will really grab the
attention of the media based on relevance

116.
Key takeaways
• Play into the psychological elements of how
influencers choose what to share
• Seek a high level exclusive before mass
promotion
• Create a mystery around new and exciting
things you’re working on